Categories
Uncategorized

A2 Milk: attempts to premiumize the once-commoditized product

Conventional milk contains two main types of beta-casein protein, A1 and A2; the former is believed by many consumers and health care professionals to affect digestive health and possibly cause heart diseases and diabetes. This is where a2 Milk attempts to premiumize its brand. Australia-based The a2 Milk Co. Ltd. engages in the commercialization of A1 protein-free milk and related products. In order to do so, the company starts with specially selected cow that are not affected by the natural genetic mutation leading to the production of milk containing A1 proteins.

According to management, a2 Milk captures the leading value share of 6.4% in the fast-growing Chinese infant nutrition market. At the same time, a2 Milk has become the top premium milk brand in Australia with an 11.2% value share. As of fiscal 2019, the company had approximately 16,000 stores (up 64% year over year) for distribution in China and 13,000 (up 161% year over year) in the U.S.

Read more at GuruFocus

By AgReads®

AgTech and FoodTech news platform

One reply on “A2 Milk: attempts to premiumize the once-commoditized product”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s